• Transform magazine
  • February 29, 2024


Hassan Butt

Pole position

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Gracing the parc fermés of the 2015 Formula One season, McLaren’s MP4-30, designed by distinguished racing specialists, Tim Goss and Neil Oatley, marked a new chapter in McLaren Racing’s history. Yet its departur...

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In conversation with Sir Richard Branson


Building an empire: Speaking with the founder of the Virgin Group, Sir Richard Branson, and Virgin’s former MD for Japan Mike Inman, Hassan Butt discusses brand extensions and the ethos of an entrepreneurial business...

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Stretch of the imagination


Extending a brand beyond its established product category, industry or service requires a considered approach and a good deal of creativity. Hassan Butt investigates...

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Brushing up big data

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Celebrated as one of the most influential figures in modern science, Alan Turing once wrote of himself, “I’m afraid that the following syllogism may be used by some in the future. Turing believes machines think. Turin...

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Redefining nature


In bygone days of fellmongers, wool staples and malodorous public tanneries, brothers Cyrus and James Clark embarked on a shoe-making odyssey that would lift the Clark name well beyond its modest 19th century Somerset...

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Quenching the thirst

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This week, the announcement of a multi-year partnership sees the National Basketball Association’s (NBA) minor league rebranded as the all-new Gatorade League (G-League), making it the first U.S. league to be named so...

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Part and parcel

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One of the UK’s fastest growing B2B delivery services, DPD, makes the recent decision to streamline its service with the inclusion of parcel delivery firm, Interlink Express. Rebranded as DPD Local, the move aims to f...

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New label, old brew

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Dating back almost two centuries, Thomas Carling’s beer-making legacy, despite his Yorkshire origins, began in a modest brewery in London, Ontario, Canada. Now, after a rich timeline of transformation and the developm...

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Changing the game

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The evolution of football’s global presence has, undoubtedly, made the sport a fast-paced, frenetic spectacle. From the maturation of Major League Soccer (MLS) in the U.S. to the swell of the Chinese Super League, the...

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Coming in loud and clear


Overcoming the hurdles of speech is, for some, a lifelong challenge. Transitioning its tone from institutional to conversational, language-based charity Makaton puts communication at the centre of its vibrant new iden...

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